Baldwin Denim - New Business Pitch

2014 SUMMER INTERN PROJECT

PLANSBOOK We had no idea how far it could really go when we accepted our intern project. Our mentors told us to choose a brand we could get behind: “be passionate about it,” they said. As the 2014 Bernstein-Rein intern class, we had big shoes to fill. Baldwin Denim and Collection offered an intense challenge, but the depth and underly-ing beauty of the brand invoked a true passion that lead us on an incredible eight-week journey. We are extremely appreciative of Baldwin’s participation and support in the creation of this book.

PREFACE

BALDWIN PHOTOGRAPHY BY RYAN STRONG

3

INTERN INTRO_4

THE BRAND_9 RESEARCH / FOCUS GROUP_16 TARGET_23 STRATEGY_28

BALDWIN BOLD_30 SOCIAL COMPONENT_38MEDIA PLAN_48

L IVE BALDWIN_52 SOCIAL COMPONENT_60 MEDIA PLAN_66

KPI_70 BEST PRACTICES_71 STRATEGY MAP_72 THANK YOU_75

CONTENTS

INTERNS

ACCOUNT MANAGEMENT BRADY BATES

JAMIE BLAND

HOMETOWN_Bethalto, IllinoisSCHOOL_University of MissouriSTYLE_Athletic, simple, comfy

[email protected]

HOMETOWN_Kansas City, MissouriSCHOOL_Washington and Lee University (Virginia)STYLE_Bright, neat, classic

[email protected]

DOES IT COME IN BLACK? BRUCE WAYNE

I NEVER THINK ABOUT HOW OTHER PEOPLE WILL RESPOND TO THE WAY I DRESS. BLAKE LIVELY

5

MEDIA ALEX MEYER

RACHEL LIKERT

HOMETOWN_Overland Park, KansasSCHOOL_University of Nebraska-LincolnSTYLE_Floral, classic, feminine

[email protected]

HOMETOWN_Florissant, MissouriSCHOOL_Truman State UniversitySTYLE_Feminine, classic, structured

[email protected]

PLAYING DRESS UP BEGINS AT AGE FIVE AND NEVER TRULY ENDS. KATE SPADE

I LOVE A PAIR OF HEELS WITH JEANS, A NICE JACKET, OR A LITTLE DRESS. BEYONCE KNOWLES-CARTER

INTERNS

CREATIVE TESSA CANON

TRENT ROACH

HOMETOWN_Kansas City, MissouriSCHOOL_Kansas City Art InstituteSTYLE_Colorless, casual, striped

[email protected]

HOMETOWN_Blackwell, OklahomaSCHOOL_Kansas City Art InstituteSTYLE_Casual, darker colored, simple

[email protected]

THE CONFIDENCE THAT COMES FROM BEING WELL-DRESSED IS IMMEASURABLE. BROOKS BROTHERS

FASHION IS ARCHITECTURE: IT IS A MATTER OF PROPORTIONS. COCO CHANEL

7

SOCIALMARKETING

LISA PETERSON

HOMETOWN_Sioux Falls, South DakotaSCHOOL_University of NebraskaSTYLE_Casual, neutrals, comfortable

[email protected]

DON’T WEAR IT UNLESS YOU CAN DANCE IN IT. LEANDRA MEDINE

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Baldwin Denim and Collection confronts the fashion marketplace from where it least expects it—Kansas City—a city not yet known for its fashion sense. Dedicated to delivering a modern, fashion-forward aesthetic with uncompromising and notable quality, Baldwin address-es the marketplace need for a modern American-made denim brand with premium selvage offerings. The Baldwin brand has created its unique look by harmonizing the grassroots Kansas City background with the high-fashion industry by masterfully balancing a sense of lifestyle approachability and inclusiveness.

Baldwin is a unique brand experience. High-quality, high priced cloth-ing with extreme brand loyalty yield a cult, club-like following where exclusivity runs deep. Customers become an extension of the brand, or a part of the club, who feel a sense of community and belonging that they advocate for.

THE BRAND

Baldwin’s place in the fashion industry is difficult to define: its lifestyle aesthetic puts it in several categories. Baldwin was born in the denim industry where most of its internationally renowned competitors can be found. Denim intensive brands such as Nudie Jeans, J Brand, and Frame Denim keep the market cutting edge and ultra competitive. However, Baldwin’s current status as a lifestyle clothier ushers in competition like Rag & Bone and Koral Los Angeles—brands whose offerings breach category lines and outfit an entire wardrobe.

THE COMPETITION

1 1

STRENGTHS_High-quality products Excellent customer serviceStrong brand identityCarried in reputable stores worldwide

WEAKNESSES_Limited productionLimited product variety

OPPORTUNITIES_Store expansionPotential for additional product linesBrand awareness

THREATS_Compromising brand integrity with growthLow replacement needPremium denim industry shrinking

FASHION, ART, MODERNISM, AND KANSAS CITY THREADS ARE WOVEN TOGETHER TO CREATE THE UNIQUELY COMPLEX BALDWIN BRAND. THERE IS MORE TO BALDWIN THAN MEETS THE EYE.

1 3

Baldwin wants to grow, strategically: two of their immediate goals are improving the presence of their women’s line and staking a larger claim in the premium denim industry. Ultimately, Baldwin wants to move the brand away from its masculine, heritage-focused beginnings and shift towards a modern, sophisticated-casual clothier that is both respected and reputable in the high-fashion industry. The direct opportunities lie in the female market, especially as it relates to celebrity following, and a desire for local events that bring people together and build brand loyalty.

THE CHALLENGE

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Increase female awareness of clothing options at Baldwin in order to grow female traffic.

PRIMARY RESEARCH

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OBJECTIVES_Gain a better understanding of women’s shopping habits, their outlook on the fashion industry, and their views of Baldwin.

PARTICIPANTS_Women between the ages of 20-35 from Kansas City who consider themselves to be “fashionable” or “fashion-forward.”

FOCUS GROUP

FINDINGS

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SHOPPING_Women want to be greeted by sales attendants upon entering a store, but never pressured to buy items. They prefer a well organized store with a variety of clothing options than one that is overwhelming and filled with similar, mediocre items. These women seek notable pieces that their peers will recognize, but avoid brands that are overly accessible.

INDUSTRY_Classic, timeless pieces will always be in style. Individual style is determined when women combine neutral pieces with a statement piece.

BALDWIN_When asked about Baldwin, Kansas City pride and high-quality are top of mind. Word of mouth is the ideal way to communicate Baldwin. Mass advertising would dilute the brand image. Only a small percentage of the women have actually been into a Baldwin store, creating a strong sense of confusion about the brand. Participants know of Baldwin’s women’s line through Standard Style. Although it is also owned by the Baldwin family, Standard Style is Baldwin’s biggest local threat. Lack of understanding leads women to believe Standard Style is the “girl version” of Baldwin.

ADDING DEPTH TO THE CHALLENGE

2 1

Target women who know about Baldwin but lack a complete understanding of the brand and its offerings, without stealing away business from Standard Style.

2 3

SHOPPING IS AN ART.

25-34 year old females who consider themselves to be fashion-forward. They enjoy wearing neutral colors with a statement piece, a style that makes them modern while keeping a degree of differentiation from their peers. The Simple Statement Maker earns slightly more than the average income for their age, giving more opportunity for disposable fashion spending. Approximately 30% of this demographic is from Kansas City, Missouri. The rest of the demographic is scattered across the metro area, with a slight favor toward Lee’s Summit and Johnson County.

I’m not your typical girl who likes to shop. To me, shopping is an art. I make strategic purchases based on my style that I know will make a statement for a few seasons, but I am also eager to go into a store with a window display that catches my eye. Not every store has what it takes to gain my loyalty – I have high standards. The store needs to be eager to greet but not aggressive to sell. Provide a variety of clothing but not overcrowd with mediocre pieces. And, most importantly, it needs to be hard to obtain but absolutely notable. I push the brand lines, the brand can’t push

me. CARA, A SIMPLE STATEMENT MAKER

THE SIMPLE STATEMENT MAKER

THE TARGET

2 518-24 and 35-45 year old females. The younger demographic embraces a trendy lifestyle and follows their peers. They also tend to save up for specific items they want or rely on others to buy items for them. The older demographic values quality and looks for sophisticated, modern clothing. This demographic has the highest disposable income.

SECONDARY TARGETS

SECONDARY TARGET_18–24Low income/financial dependencyFashion conscious

SECONDARY TARGET_35–45High disposable incomeMore fashionable than peersSophisticated & modern look

PRIMARY TARGET_SIMPLE STATEMENT MAKER25–34Above average incomeFashion forward

Baldwin is high-fashion without the high-fashion attitude. They do the right things: great customer service, modern store designs, and of course, exceptional products. Baldwin is both an aspiration and a mystery to many women—it takes a certain understanding to be ready for the brand.

2 7

CONFIDENCE IS THE KEY TO BEING BALDWIN.

PRINTDIGITALEVENTSSOCIAL

AWARENESS CONSIDERATION LOYALTY

Introduce the Simple Statement Maker to Baldwin and familiarize her with the brand message.

Increase interactions between the Simple Statement Maker and Baldwin.

Continue the interaction between the Simple Statement Maker and Baldwin as the Simple Statement Maker becomes a brand advocate.

SOCIAL

TACTICS

DIGITALEVENTSSOCIAL

OVERVIEW OF STRATEGY

Many fashion-forward women in Kansas City know Baldwin exists, but there is confusion about what clothing they offer. This campaign ultimately aims to increase female awareness of clothing options at Baldwin in order to grow female traffic. Additionally, the proposed local events would bring people together and build brand loyalty.

3 1

Many women try to make a statement with their clothing. Baldwin women understand that sophisticated, casual basics stand out among loud, complicated looks. You don’t have to try hard to look great.

“ALWAYS EFFORTLESS. NEVER OVERDONE.”

The Baldwin model casually sits surrounded by a hustling, busy world. She’s approachable, but not concerned with any of the bullshit going on around her.

DIGITAL AD

3 3

MAGAZINE PRINT AD

The focus is on the Baldwin model who is in the audience at a fashion show. She looks at the viewer amidst overdressed partygoers: her bold, understated look stands out amongst the fancy clothes that crowd the runway and the rest of the audience.

DIGITAL AD

3 5

MAGAZINE PRINT AD

Confidently turned away from the flashy store window, the Baldwin model resists society’s ploys telling her she needs more than her basics to look good.

DIGITAL AD

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MAGAZINE PRINT AD

Always Effortless. Never Overdone.The Baldwin woman has her own form of bold confidence.Others may try to stand out, but Baldwin women just do.#BLDWNbold

Spreading #BLDWNbold Create social conversation surrounding Baldwin with #BLDWNbold to establish a line of consistency within the campaign.

SOCIAL COMPONENT

GUERRILLA/EVENTS

To kick off the guerrilla extension of the campaign, Baldwin hosts an effortless fashion show—one with minimal production and absolutely no promotion. In “flash mob” fashion, Baldwin models strut through crowds of people as music suddenly plays at the Plaza Art Fair. After all the looks have been on display, models hand out black cards that include the Baldwin logo (stitches) and the hashtag #BLDWNbold. From there, models will strut single file into the Baldwin store, where champagne is served for anyone who may follow. When people follow the #BLDWNbold hashtag on social media, they will discover that purchasing something from the Baldwin women’s line guarantees an invitation to the Bold in Baldwin party at the Nelson-Atkins Museum of Art’s Bloch building.

4 1

#BLDWNbold

SOCIAL

Handing out cards with the hashtag at the fashion show will expand the reach of #BLDWNbold, opening up conversation about Baldwin and increasing intrigue around the brand. Baldwin will utilize influencer marketing at the flash mob fashion show to expand its reach. A Kansas City native women’s fashion blogger will be on-site at the Plaza, capturing photos and creating a post about the fashion show and Bold in Baldwin event to follow. This post will be pushed on Baldwin’s owned-accounts as well as on two of the influencer’s social platforms.

Leading up to Bold in Baldwin, black posters with the white Baldwin stitches logo will be posted around town. One week later, those will be replaced with posters of the same design, plus the party date, time, and #BLDWNbold included. Finally, one week before the event, posters will be replaced with those of the same design, but including the date, time, #BLDWNbold, and location. The goal is to spark conversation about the brand, make people more familiar with the logo, and gain followers on social media. The more interested people are in the event, the more they learn about the brand.

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09.26.20158:00

BLOCH BUILDING#BLDWNbold

09.26.20158:00

#BLDWNbold

As prompted by the invitation, guests arrive to the Bloch Building dressed formally, and in all black. The party includes a DJ and drinks. Intermixed with guests are Baldwin models—women only—who stand out because of their casual wear among people dressed so formally and in black. Models act as live mannequins, serving the purpose of showing off Baldwin’s women’s line, but engaging with guests when approached.

The night of the event, Emily Baldwin will aid the conversation surrounding Baldwin’s women’s line by hosting a Twitter “take over” to build conversation amongst the target. Emily Baldwin is the perfect person to propel a style-based conversation with women. She is both a recognizable face in KC’s women’s fashion scene and the target views her as an authority on style.

BOLD IN BALDWIN

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BOLD IN BALDWIN

BALDWIN DENIM AND COLLECTION

CORDIALLY INVITES YOU AND A GUEST TO

FRIDAY, SEPTEMBER 25, 20158 P.M. – 12

NELSON-ATKINS MUSEUM OF ARTBLOCH BUILDING

ALL BLACK FORMAL ATTIRE REQUESTED.

#BLDWNbold

MEDIA PLAN

“BALDWIN BOLD” PLANDIGITAL MEDIA

Rocket Fuel: Est. $40,000Total Impressions: Est. 15,969,125

Rocket Fuel will place a Baldwin banner ad on sites that our target audience frequents from July-December. When clicked, the ad will take shoppers to the Baldwin homepage. Rocket Fuel has the ability to place the message where and when it will be the most effective. In case studies, Rocket Fuel has proven effective at targeting women online, driving traffic to branded online stores, and selling jeans to a young female demographic.

Thought Catalog: Est. $40,000Total Impressions: Est. 4,000,000

A banner ad will be placed on ThoughtCatalog.com from July-December. When clicked, the banner ad will take shoppers to the Baldwin homepage. Thought Catalog receives over 5 million unique visitors each month and the majority of these visitors are between the ages of 25-34. Half of these visitors will return to Thought Catalog over 10 times in a month, making this an ideal location for Baldwin to frequently connect with the Simple Statement Maker.

Google AdWords Paid Search: Est. $37,217Total Impressions: Est. 1,736,861

One hundred keywords that represent Baldwin will be bid on.

Examples: Baldwin, Baldwin Denim, Baldwin selvage denim, Baldwin KC market bag, KC local brands, Kansas City Country Club Plaza shops, Town Center Plaza shops, 119 Shopping Center, Baldwin tailoring, etc.

Google AdWords increases brand awareness by pairing a brand message with content the customer is searching. The Paid Search function is flexible and allows for the reexamining and changing of keywords based on performance. AdWords can also be used to target women in Kansas City.

The aspects of this campaign can be altered to accommodate

Baldwin’s needs or budget re-strictions. Please note all costs are media placement pricings and do not include production

costs or agency fees.

4 9

“BALDWIN BOLD” PLANPRINT MEDIA

435 Magazine: Est. $11,800Circulation : Est. 135,000 per month

A 4-color, full-page ad will be placed in the August-December issues of 435 Magazine. The months and issues are as follows: August - Best of KCSeptember - Special Section: Fall FashionOctober - Special Section: Shop KCNovember – Special Section: Gift Guide 1December – Special Section: Gift Guide 2

435 Magazine is widely distributed in the Kansas City area through hotels, restaurants, supermarkets, bookstores, airports, and subscriptions. The average 435 Magazine reader is female, between 25-44, and has an annual income over $100,000.

HerLife Magazine: Est. $9,475Circulation : Est. 37,500 per month

A 4-color, full-page ad will be placed in the August-December issues of HerLife. The months and issues are as follows:August - Made in KCSeptember – Art IssueOctober – Break Cancer IssueNovember – Holiday Gift Guide Issue 1December – Holiday Gift Issue 2

Ninety-four percent of HerLife readers are female and 50% fall into the target age. Also, 88% of HerLife readers say they regularly shop at locally owned stores. Eighty-one percent say they spend more than $200 a month on clothing.

“BALDWIN BOLD” PLANEVENTS

Plaza Art Fair Fashion Show: Est. $5,500

During the Plaza Art Fair in September, Baldwin will present a flash fashion show on the Plaza to promote their new fall line. Twenty models will appear in the impromptu show, and following the show, five models will hang out in the store to interact with customers and continue promoting the fall line. Champagne and cupcakes will be offered to shoppers. The show will be held at the center of the Art Fair, because there will be heavy traffic to draw in more spectators. This unique, 80-year-old tradition intrigues the Simple Statement Maker’s interest in art and appeals to her desire to support her hometown. Bold In Baldwin Event: Est. $35,000

Baldwin will host an exclusive event at the Nelson-Atkins Museum of Art’s Bloch Building on September 25th from 8pm-12am with an open bar, hors d’oeuvres, DJ, and models displaying the fall line. Tickets will be given to shoppers who purchase something from the Baldwin women’s line while at Baldwin or Standard Style. Those who attend the party will be given a discount card that will contain $10, $20, $50, or $100 at random. Shoppers will be able to use these discount cards the next day (September 26th) at the morning sale.

As a leader of her peers, the Simple Statement Maker is drawn to exclusive events. Holding this event at the Nelson is intriguing, because it appeals to her interest in the arts and allows her to mingle with like-minded people. Morning Sale: Est. $350

Following Bold in Baldwin, Baldwin stores will host a morning sale from 9am-12pm. Shoppers can use their discount cards and an additional 10% off promotion code that can be found on their discount card. Coffee and bagels will be served. While everyone can use the 10% off sale, the discount card rewards Simple Statement Makers for being in the know.




5 1

ROCKETFUEL

THOUGHTCATALOG

PAIDSEARCH

435MAGAZINE

HERLIFE

BOLD IN BALDWIN

MORNINGSALE

FLASHMOB

JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER Est.Cost

Est. Imps/Circ.

$40,000 15,969,125

$40,000 4,000,000

$37,217 1,736,860

135,000$11,800

$9,475 37,500

$35,000

$350

$5,500

BALDWIN BOLD PLAN

Total: $179,342 21,878,485

OVERVIEW OF STRATEGY

While seemingly casual, Baldwin has vested a great deal of passion into crafting its clothes. This level of dedication is evident in the tactility of the clothing and, when worn, creates an extraordinary experience. Baldwin appreciates sharing their talents - this needs to be more evident. To elaborate on this, the campaign aims to show Baldwin’s mysterious existence in Kansas City and provide a solution for Baldwin to live outside of the store in an other than ordinary way.

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In society, there are standards. When a unique mind approaches a standard in a unique way something extraordinary is made. Baldwin has taken denim and casual-wear and done exactly that. Women who buy Baldwin take life and make it extraordinary.

“LIVE OUTSIDE THE ORDINARY.”

The Baldwin model is walking through a busy city square in her own world, somewhere beyond what is ordinary life. Even though she is surrounded by people, she feels the tranquility of nature.

LIVE OUTSIDE THE ORDINARY

DIGITAL AD

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MAGAZINE PRINT AD

The Baldwin model is walking through a well-designed architectural site. She is surrounded by modernism but she is feeling the sensation of being alone in a forest, peaceful and collected.

DIGITAL AD

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MAGAZINE PRINT AD

LIVE

OUTSIDE

THE

ORDINARY

A model is alone in her own world, blissful and focused on the clothes she is wearing. She feels as fluid as the ocean and enjoys the experience of wearing Baldwin.

DIGITAL AD

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MAGAZINE PRINT AD

SOCIAL COMPONENT

Women who wear Baldwin take life and make it extraordinary.Live Outside Ordinary.#LiveBLDWN

6 1Tweets below are samples of content to generate social conversation tying the #LiveBLDWN campaign back to our final event at the Nelson-Atkins Museum of Art.

GUERRILLA/EVENTS

Baldwin’s Pop-Up Shop at First Fridays in August.First Fridays: An arts and entertainment fair the first Friday of the month in Kansas City’s Crossroads District.

Reserving a gallery space for a store-front style Pop-Up Shop, Baldwin will elevate an ordinary arts fair experience to the next level. The look of the Pop-Up Shop will maintain the modern architecture used in the Baldwin stores. It represents a portion of a room extracted and placed in plain site. People can interact with the seemingly “out of place” shop.

This event will create an environment for First Friday patrons to be immersed in the style of the brand, building relationships with stylists and individuals with shared interests in local art and fashion. Pieces from the latest line of apparel will be included in the Pop-Up Shop for sale. Pop-Up Shop Perks:The #LiveBLDWN Pop-Up Shop will collaborate with the Kansas City bar Extra Virgin to create a signature “Baldwin” drink. A tailor will be on-site to hem up any new purchases and repair old ones.

6 3

SOCIAL

Show your tweet from the #LiveBLDWN campaign and receive 15% off total purchase as a thank you for participating in our social campaign donating to the Nelson-Atkins Museum of Art. A women’s purchase at the #LiveBLDWN Pop-Up Shop will get a ticket into the Live Baldwin party (below). An influence marketer will be on-site at the event, creating posts about the Pop-Up and placing an emphasis on women’s apparel and our hashtag campaign.

Similar to the Bold in Baldwin event, guests arrive at the Bloch Building. Details are consistent with that of Bold in Baldwin, but Live Baldwin will be in a dimly lit setting with spotlights on the models wearing Baldwin clothes. This focuses the attention on the models, forcing them to stand out as something special, living outside of ordinary life.

A rolling screen of all tweets that generate a $1 donation to the Nelson-Atkins Museum of Art will play on a rolling screen as a “thank you” for participating. This screen will demonstrate engagement with Baldwin on social media, hopefully inspiring others to follow suit and further engage with Baldwin online.

LIVE BALDWIN

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NELSON ATKINS MUSEUM OF ART BLOCH BUILDING

D E N I M & C O L L E C T I O NI N V I T E S Y O U A N D A G U E S T T O

C O C K T A I L & W H I S K E Y S O C I A LLIVE BALDWINFRIDAY SEPTEMBER 25,2015 8 - MIDNIGHT

# l i v e B L DW NALL BLACK FORMA L A TT I R E R EQU ES TED

“LIVE OUTSIDE THE ORDINARY” PLANDIGITAL MEDIA

Rocket Fuel: Est. $40,000Total Impressions: Est. 15,969,125

Rocket Fuel will place a Baldwin banner ad on sites that our target audience frequents from July-December. When clicked, the ad will take shoppers to the Baldwin homepage. Rocket Fuel has the ability to place the message where and when it will be the most effective. In case studies, Rocket Fuel has proven effective at targeting women online, driving traffic to branded online stores, and selling jeans to a young female demographic.

Thought Catalog: Est. $40,000Total Impressions: Est. 4,000,000

A banner ad will be placed on ThoughtCatalog.com from July-December. When clicked, the banner ad will take shoppers to the Baldwin homepage. Thought Catalog receives over 5 million unique visitors each month and the majority of these visitors are between the ages of 25-34. Half of these visitors will return to Thought Catalog over 10 times in a month, making this an ideal location for Baldwin to frequently connect with the Simple Statement Maker.

Google AdWords Paid Search: Est. $37,217Total Impressions: Est. 1,736,861

One hundred keywords that represent Baldwin will be bid on.

Examples: Baldwin, Baldwin Denim, Baldwin selvage denim, Baldwin KC market bag, KC local brands, Kansas City Country Club Plaza shops, Town Center Plaza shops, 119 Shopping Center, Baldwin tailoring, etc. Google AdWords increases brand awareness by pairing a brand message with content the customer is searching. The Paid Search function is flexible and allows for the reexamining and changing of keywords based on performance. AdWords can also be used to target women in Kansas City.

MEDIA PLAN




6 7

“LIVE OUTSIDE THE ORDINARY” PLANPRINT MEDIA

435 Magazine: Est. $11,800Circulation : Est. 135,000 per month

A 4-color, full-page ad will be placed in the August-December issues of 435 Magazine. The months and issues are as follows:August - Best of KCSeptember - Special Section: Fall FashionOctober - Special Section: Shop KCNovember – Special Section: Gift Guide 1December – Special Section: Gift Guide 2

435 Magazine is widely distributed in the Kansas City area through hotels, restaurants, supermarkets, bookstores, airports, and subscriptions. The average 435 Magazine reader is female, between 25-44, and has an annual income over $100,000.

HerLife Magazine: Est. $9,475Circulation : Est. 37,500 per month

A 4-color, full-page ad will be placed in the August-December issues of HerLife. The months and issues are as follows:August - Made in KCSeptember – Art IssueOctober – Break Cancer IssueNovember – Holiday Gift Guide Issue 1December – Holiday Gift Issue 2

Ninety-four percent of HerLife readers are female and 50% fall into the target age. Also, 88% of HerLife readers say they regularly shop at locally owned stores. Eighty-one percent say they spend more than $200 a month on clothing.

First Friday Pop-Up Shop: Est. $5,500

Two installations will be featured in the Crossroads Arts District during the August 2015 First Fridays event. These installations will interact and engage customers, then guide them to a Baldwin Pop-Up Shop nearby, also in the Crossroads. The Pop-Up Shop will contain products for customers to try on and purchase. A signature Baldwin drink will be offered to customers at the installations and Pop-Up Shop.

By hosting a Pop-Up Shop during First Fridays, the target and Baldwin will interact in an environment where the target is both motivated by her surroundings and open-minded. She will feel comfortable interacting with the brand, thanks to the Pop-Up Shop’s relaxed environment, and she can learn about the brand with zero pressure to purchase.

Live Baldwin Party: Est. $35,000

Baldwin will host an exclusive event at the Nelson’s Bloch Building on September 25th from 8pm-12 with an open bar, hors d’oeuvres, a DJ, and models displaying the fall line. The event will be sophisticated-casual with everyone wearing the color black. Tickets will be given to shoppers who purchase something from the Baldwin women’s line at Baldwin, Standard Style, or the First Friday Pop-Up Shop. Those who attend the party will be given a discount card that will contain $10, $20, $50 or $100 at random. Shoppers will be able to use these discount cards the next morning (September 26th) at the morning sale.

As a leader of her peers, the Simple Statement Maker is drawn to exclusive events. Holding this event at the Nelson is intriguing, because it appeals to her interest in the arts and allows her to mingle with like-minded people.

Morning Sale: Est. $350Following Live Baldwin, Baldwin stores will host a morning sale from 9am-12pm. Shoppers can use their discount cards and an additional 10% off promotion code that can be found on their discount card. Coffee and bagels will be served. While everyone can use the 10% off sale, the discount card rewards Vs for being in the know.




6 9

ROCKETFUEL

THOUGHTCATALOG

PAIDSEARCH

435MAGAZINE

HERLIFE

POP-UPSHOP

LIVEBALDWIN

MORNING SALE

JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER Est.Cost

Est. Imps/Circ.

$40,000 15,969,125

$40,000 4,000,000

$37,217 1,736,860

135,000$11,800

$9,475 37,500

$5,500

$35,000

$350

LIVE OUTSIDE THE ORDINARY PLAN

Total: $179,842 21,878,485

AWARENESSBoost top of mind within our target audience

KPIs:Brand exposureClick through rate to Baldwin websiteVisits to the Baldwin websiteSocial fan growthSocial share of voice

CONSIDERATIONInteract with the brand and its products

KPIs:Visits to the women’s line pageVisits to the store locations pageProduct ViewsStore TrafficConversions (in-store)

LOYALTYTransform shoppers into brand advocates

KPIs:Purchase frequencyIncrease conversions (in-store)Refer friends and familySocial shares, comments, likes, etc.Email Sign-ups

7 1TWITTER: PAID ADS Throughout the course of the campaign, both tweets from influencer marketers and content promoting events will be engaging our audience. The cost can be as minimal as Baldwin would like, and it is possible to pace out the rate at which it is spent over a specific timeframe.

After generating substantial content and an open forum of conversation with the target, a Sponsored Account campaign on Twitter will help Baldwin continue to reach new, highly-targeted individuals. The Sponsored Account ad will generate awareness of Baldwin’s account based on geotarget, gender, interest in similar Twitter accounts, and the hobbies/interest category for fashion-related interests.

AWARENESS

PRINT

SOCIAL

DIGITAL

EVENTS

HerLife435 Magazine

General Brand MessagingPromotion of Bold in Baldwin

Sponsored AccountsInfluencer Marketing

Rocket FuelThought CatalogGoogle AdWords

Guerrilla Promotion of Bold in BaldwinBold in Baldwin

KC Art Fair Flash Fashion Show

Baldwin Bold

PRINT

SOCIAL DIGITAL DIGITAL

EVENTS

General Brand MessagingPromotion of Live BaldwinSponsored AccountInfluencer Marketing

HerLife435 Magazine


Live BaldwinFirst Fridays Installations


STRATEGY MAP

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SOCIAL

SOCIAL

SOCIAL

SOCIAL

EVENTS

CONSIDERATION LOYALTY

Live Outside the Ordinary

EVENTS


Bold in BaldwinKC Art Fair Flash Fashion Show

In-Store Event

Build conversation around #BLDWNboldEvent PromotionEmily Baldwin Twitter Takeover

Social Media Interaction#BLDWNboldContinue ConversationLead Generation Cards

Live BaldwinFirst Fridays Pop-Up Shop

Build conversation around #liveBLDWNEvent PromotionTwitter Rolling Screen

Continued Conversation #liveBLDWNNelson Charity PromotionLead Generation Cards

DIGITAL

7 5

THANK YOU

We must thank everyone who participated in the creation of this book — we could not have done it without you. The opportunity to work at Bernstein-Rein on Baldwin has been an experience we will never forget. We are excited to see what the future holds for both of these unique Kansas City companies, and you should be too.

INTERN CLASS OF 2014

BERNSTEIN-REIN

4600 MADISON AVENUE, SUITE 1500

KANSAS CITY, MISSOURI 64112

(816) 756-0640

Baldwin Denim - New Business Pitch

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